Every time someone joins your email list, it’s a valuable opportunity. Welcome emails are their first chance to connect and are critical. Often underrated, these emails are one of the most effective ways to engage and retain new subscribers right from the start. In this article, we’ll explore the importance of using welcome emails, share key best practices, and provide templates for different business scenarios to help you get started.
What are welcome emails?
A welcome email is simply the first message you send to new subscribers, users, or customers after they have joined your mailing list, purchased a product, or subscribed to your service. However, a welcome email is more than just a confirmation of their subscription or purchase. It’s your chance to make a good first impression. This crucial moment sets the tone for how subscribers will perceive your brand and marks the beginning of their customer journey.
Why are welcome emails important for your company?
Welcome emails are quite effective and offer a variety of benefits. Here are some of the most notable ones.
Welcome emails are very effective and offer many benefits. Below are some of the most notable ones.
Customers expect them : On average, 74% of people expect to receive a welcome email shortly after joining an email list. So, make sure you use welcome emails in order to meet your recipients’ expectations.
They help build credibility and set the tone: A welcome email is also a powerful tool you can use to establish your brand values, voice, and build credibility for customers who are just discovering your brand and don't know much about it. 
They are extremely effective and drive engagement : Studies show that welcome emails deliver impressive results, such as 4x more opens (average open rate of 50%) and 5x more clicks (average click rate of 14.4%) compared to regular email campaigns. Plus, subscribers who receive welcome emails show 33% more engagement with the brand.Best practices for welcome emails in 2024
Now that we’ve covered what welcome emails are, why they’re important for your business, and why you should take advantage of them, let’s dive into the key elements every welcome email should include and what best practices you should follow.
Send welcome emails right after the user joins your list
In email marketing, timing is very important. To maximize the impact of your welcome emails, it's important to send them immediately after someone subscribes to your subscriber list, or at the latest within 24 hours. This helps keep your brand top of mind and significantly reduces the chances of them losing interest or even forgetting why they subscribed to your email. It also shows that you're attentive and organized, which will help you create a positive impression of your brand.
Personalization
Typically, personalized emails perform much better than generic brazil whatsapp number data ones, as people are more likely to perceive that content as more relevant to them, open it, and engage with it. To personalize your welcome messages, use the recipient's name in the subject line or greeting at the beginning of the message.
Additionally, create tailored content that resonates with your audience’s interests or the way they’ve subscribed. You can segment your audience into groups that you find relevant and create different welcome emails for each of them. For example, if you’re a photographer and you tend to have potential clients specifically interested in professional corporate photography, send them a welcome email that features your best corporate photography pieces.
Compelling subject
The subject line is one of the most important elements of your welcome message, as it's the first thing recipients see. To make it effective and attention-grabbing, keep it clear, short (especially so it looks better on mobile devices), and give a hint of what subscribers can expect from you. Also, whenever appropriate, consider using emojis, as they can make your emails more visually appealing and engaging.
Brand identity and consistency
Best practices for welcome emails also include crafting them in a way that aligns with your brand identity and remains consistent across the different mediums you use. To do this, make sure to maintain the same tone of voice as on your website, social media, and other channels. Use your logo, brand colors, style, fonts, and anything else your audience associates with your brand.
Set clear expectations and take next steps for onboarding
Now let’s talk about the content of your welcome email. Obviously, in your welcome email you want to give a warm welcome to your new subscriber or user. But you’re probably wondering “what else should I include?”
As a general rule, don’t overwhelm your readers with too much information. Share only the essential information they need. People like to know what to expect and whether spending time on your content will be worth it. Set clear expectations and guide your subscribers through their journey with your brand.
You can indicate the type of tips, news, or offers they will receive in your email campaigns and how often they can expect to hear from you. It's also a good idea to include next steps, such as exploring your website or directing them to a specific page or blog post.
PRO TIP: Create email content effortlessly with the power of AI and the SiteGround Email Marketing platform
If you're lacking inspiration for your writing, the SiteGround Email Marketing platform's AI Email Writer can help you craft the perfect copy for your email. Simply describe the type of content you need, set your preferred tone of voice, and let the AI work its magic.
Add value
If you use a lead magnet to encourage subscribers to join – such as an eBook, guide, exclusive podcast episode, design sample, or discount code – now is the perfect time to deliver on that promise. Adding the lead magnet to your welcome email will build trust and reinforce the value of being on your list. For example, if you are a style consultant, a subject line like: “Welcome aboard! Your free autumn style guide inside!” would work great.
